Research On Influencing Factors Of Religious Tourism Experience Quality In Jiuhua Mountain

Jiuhua Mountain is located in Chizhou City,Anhui Province,a global geopark and the first batch of 5A-level tourist attractions in China,as one of the four famous mountains of Chinese Buddhism,it retains a large number of Buddhist cultural heritage,Buddhist culture and large granite landforms are blended with each other,creating a unique religious tourism landscape of Jiuhua Mountain because of Buddhism which based on the mountain shape.In recent years,with the transformation and upgrading of tourism consumption,leisure vacation,health and wellness tourism have grown rapidly,and the proportion of sightseeing tourism has declined,the religious tourism market of Jiuhua Mountain mainly focuses on Buddha worship and tourism has been affected to a certain extent.At the same time,the emerging scenic spots in the surrounding area are emerging one after another,Shanghai Disneyland has a huge siphon effect on the tourism market in the entire Yangtze River Delta region,and the commercial governance of Buddhism and Taoism have brought many challenges to the future development of Jiuhua Mountain.Through combing the literature related to religious tourism and tourism experience quality at home and abroad,it is found that domestic scholars focus on the planning of religious tourism resources and the development of religious tourism products,and the research on the tourism motivation and tourism experience quality of the main tourists is very lacking.Therefore,based on the actual situation of the development of religious tourism in Jiuhua Mountain,this paper studies the influencing factors affecting the quality of religious tourism experience in Jiuhua Mountain from two different perspectives: the main body of tourists and the object of tourist attractions.Firstly,this paper analyzes the research background of the quality of religious tourism experience in Jiuhua Mountain,reviews and sorts out the relevant literature of domestic and foreign researchers,and puts forward feasible research methods and technical routes.Then,the concepts of religious tourism,religious tourists,and tourism experience are clarified,and the theoretical basis of this study is expounded,namely the theory of push and pull and the theory of rooting.Secondly,this paper uses the online text analysis method and in-depth interview method to screen out 1162 valid online reviews and the interview records of 17 tourists,and uses this as the original data,and uses the grounded theoretical method to identify the factors influencing the quality of religious tourism experience in Jiuhua Mountain,which are subjective factors(individual differences,tourism motivation,travel duration,travel frequency and travel mode)and objective factors(tourism resources,scenic spot conditions,tourism products,service management and religious commercialization governance).The three types of tourism experience in Jiuhua Mountain are divine experience,utilitarian experience and aesthetic experience,and on this basis,a theoretical model of influencing factors of religious tourism experience quality in Jiuhua Mountain is constructed.Thirdly,this paper analyzes the influencing factors of religious tourism experience quality in Jiuhua Mountain by issuing questionnaires,finds out the relationship between various influencing factors and the evaluation of religious tourism experience quality in Jiuhua Mountain,and analyzes the objective factors based on the importance and performance analysis method to find out the existing problems of religious tourism in Jiuhua Mountain.Finally,a plan for improving the quality of religious tourism experience in Jiuhua Mountain is given: first,to explore the historical and cultural heritage and enhance tourists’ sense of participation;The second is to tap deep into natural resource endowments and enhance tourism competitiveness;The third is to improve basic service facilities and help improve tourism quality;The fourth is to make good use of characteristic advantageous resources to create characteristic cultural tourism products;Fifth,strengthen the comprehensive management of scenic spots and improve the level of service reception;Sixth,continue to consolidate the achievements of Buddhist commercial governance.This study will further enrich the research content of Jiuhua Mountain religious tourism experience quality,provide reference for future related religious tourism experience quality research,and help the managers of Jiuhua Mountain Scenic Area identify different market segments,carry out targeted market development and management,and accelerate the transformation and upgrading of Jiuhua Mountain Scenic Area.